Wednesday, November 3, 2010

Cadbury conceptualises more - New Bar of Plenty good example

I spotted new Bar of Plenty from Cadbury on a recent trip to lovely London. There are a couple of things that interest me with this launch and I would like to share them with you.

One thing that I find interesting is the thinking behind the concept. Why did Cadbury decide to use a prominent concept 'Bar of Plenty' and a much smaller weighting of the Dairy Milk brand?

There might be a few reasons why. For starters the marketing team might have made the judgement that  'Bar of Plenty' is very different to the Dairy Milk proposition, or, they decided that the new proposition was really not that different and could have been included under a stronger Dairy Milk umbrella but, to truly stand-out and be an effective and unique competitor on the chocolate shelves  it needed its own life, a linked but still seperated life to Dairy Milk. Interesting to follow next brand extensions!

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